DIMENSIONS THEORY

Presentation brought to you by Diana Kober 324AB

HOFSTEDES CULTURAL

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WHAT

IS IT?

Geert Hofstede proposed a systematic framework for assessing and differentiating national cultures best known as the cultural dimensions theory.

He gathered and analyzed extensive data on the world's values and cultures, particularly through the IBM survey study, in order to build a comprehensive model which argues that people differ across on the extent to which they endorse six dimensions of values :

power (equality versus inequality), collectivism (versus individualism) uncertainty avoidance (versus tolerance) masculinity (versus femininity) temporal orientation indulgence (versus restraint)

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DISTANCE INDEX
Power distance is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.

POWER
High Scores

Moderate Scores

Low Scores

Latin countries Asian countries African areas Arab world Southeastern Europe

The United States

Anglo countries Germanic countries Nothern Europe

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VERSUS COLLECTIVISM
The degree to which individuals are integrated into groups

INDIVIDUALISM
High Scores Moderate Scores

Low Scores

North America Europe

Japan Arab world

Asia Africa Latin America

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AVOIDANCE INDEX

UNCERTAINTY
A society's tolerance for uncertainty and ambiguity

High Scores

Low Scores

Latin America Southern Europe Eastern Europe Japan

~Very few countries have very low UAI !~

Anglo countries Nordic countries Chinese culture countries

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VERSUS FEMININITY
The distribution of emotional roles between the genders

MASCULINITY
High Scores

Contrasting Scores

Low Scores

Japan European countries influenced by German culture Anglo countries

Latin countries

Nordic countries

( ex: Venezuela has a 73 point score whereas Chiles is only 28)

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VERSUS SHORT TERM ORIENTATION

First called Confucian dynamism, it describes societies time horizon.

LONG TERM
High Scores

Moderate Scores

Low Scores

East Asia

Eastern Europe Western Europe

Anglo countries Muslim world Africa Latin America

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VERSUS RESTRAINT
Societies with a high rate of indulgence allow hedonistic behaviors. On the opposite side, restraint define societies with strict social norms.

INDULGENCE
High Scores

Low Scores

Latin America parts of Africa the Anglo world Nordic Europe

~ There is very little data regarding this dimension!~

East Asia Eastern Europe Muslim world.

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IT IS IMPORTANT TO
BE AWARE OF CULTURAL DIFFERENCES
"Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster."
Despite the evidence that groups are different from each other, we tend to believe that deep inside all people are the same. In fact, as we are generally not aware of other countries cultures, we tend to minimize cultural differences. This leads to misunderstandings and misinterpretations between people from different countries.

International COMMUNICATION
In business, it is commonly agreed that communication is one of the primary concerns.What may be considered perfectly acceptable and natural in one country, can be confusing or even offensive in another.

International NEGOTIATION
In international negotiations, communication style, expectation, issue ranking and goals will change according to the negotiators countries of origin.

International MANAGEMENT
These considerations are also true in international management and cross-cultural leadership. Decisions taken have to be based on the country s customs and values.

International MARKETING
As in communication, negotiation and management, the five dimensions model is very useful in international marketing too because it defines national values not only in business context but in general.

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THANK YOU

Diana Kober 324AB